The data center industry is expanding into secondary markets like Columbus, Des Moines, and Reno. Why? Lower land costs, tax incentives, and better resource availability. But there’s a major problem: a lack of skilled labor.
Key takeaway: Workforce shortages are slowing data center growth in secondary markets, but early planning, local partnerships, and targeted recruitment can help developers stay on track.
Data Center Staffing Challenges in Secondary Markets: Key Statistics
Recruiting for greenfield data centers in secondary markets has become a major hurdle, slowing down projects and driving up costs. The core issue? A shortage of specialized workers needed to handle the large-scale, mission-critical construction these facilities demand.
The numbers paint a worrying picture. As mentioned earlier, only 15% of applicants meet the technical qualifications required for these roles. In rural areas, where many of these new facilities are being built, the challenge is even greater. Andy Cvengros, Managing Director at JLL, explains:
"In rural areas, there are not a lot of people who can staff them. This is not stopping massive amounts of capital from trying to get into that space."
The shortage is particularly severe in specialized trades. Over 40% of operators report struggling to find enough qualified electricians, while 33% face similar issues with mechanical technicians. For positions like MEP (Mechanical, Electrical, and Plumbing) engineers, project managers, and commissioning agents - roles that require years of experience - the local workforce in secondary markets is often nonexistent. This forces companies to bring in talent from elsewhere, significantly increasing costs. In remote areas such as the Texas Panhandle or the Dakotas, some companies have even built "man camps" - temporary housing with dormitories and dining facilities - to accommodate imported workers.
This talent shortage sends shockwaves through every phase of staffing and project execution.
Adding to the challenge, secondary markets face intense competition from established hubs like Northern Virginia, New York, and Dallas. Kurt Wallner, Project Executive at DPR Construction, describes the current situation:
"It used to be just Northern Virginia, and New York, and Dallas. And now we're hearing Indiana, and Louisiana and every state in between. … Really, what we're seeing, it's an arms race for people."
As local talent pools shrink, larger markets aggressively recruit skilled professionals, further tightening the labor supply in secondary regions. Maria Davidson, CEO of Kojo, underscores the issue:
"Talented project managers and foremen are the key professionals of the industry. There's huge competition, and we're seeing a lot of companies poach each other's teams."
The financial stakes are high. In areas where demand is soaring, union electricians can earn as much as $130 per hour before overtime - far above the national average of $30 per hour. In some regions, salaries have been known to jump by 25% in just one quarter. For developers in secondary markets, this means paying hefty premiums to attract talent from these established hubs. The impact is clear: 50% of industry leaders report project bids rising by 6% to 15% in the past year, with 21% seeing increases of 15% or more.
Senior-level roles are where delays become most pronounced. While entry-level technicians can be trained relatively quickly - through 200-hour programs, for instance - senior positions like commissioning agents and senior MEP engineers require years of experience that simply can’t be fast-tracked. Complicating matters further, nearly 33% of the technical workforce is nearing retirement, shrinking the pool of experienced professionals even more.
Modern data centers bring additional complexity. Facilities driven by AI now require experts in areas like microgrids, liquid cooling systems, and high-density power configurations - skills that are rarely found outside major tech hubs. Connor Toomey, Senior Project Manager at HITT Contracting, highlights the long-term concern:
"We're really worried about overextending our electricians... how do you make sure that your workforce is going to be able to do this for the next 8, 10, 15, 20 years?"
These prolonged hiring processes create a domino effect. Even if construction finishes on time, a lack of senior commissioning agents can delay a facility’s launch, leaving millions of dollars’ worth of infrastructure sitting idle.
Developers tackling labor shortages in secondary markets are finding creative ways to secure talent for greenfield projects. Instead of importing workers, many are focusing on building local talent pools. While this approach requires patience and upfront investment, it lays the groundwork for long-term success.
One of the most effective methods developers use is engaging with local communities well before construction begins. This includes partnering with community colleges and trade schools to design training programs tailored to critical roles. For example, in March 2024, JLL teamed up with the non-profit Nomad Futurist Foundation to launch a technical training program for underserved youth. The program, consisting of 56 modules over 200 hours, aims to prepare high school students for data center careers. The first class is set to begin in early 2025, offering flexible learning options: in-person, online, and hybrid formats.
Google has adopted a similar strategy through its Skilled Trades and Readiness (STAR) Program, implemented at Northern Virginia Community College and in South Carolina. In 2024, participants like Aurora Rodriguez (Construction) and Jemal Shabazz (Fiber Optics) transitioned into mission-critical roles after completing intensive, multi-week training sessions. These programs show how targeted education can transform local residents into ready-to-work technicians. Matt Landek, Managing Director at JLL Work Dynamics, highlights the growing challenge of staffing:
"There are nearly 39 gigawatts of data center space under construction globally, and the ability... to recruit and retain qualified talent to have the processes to deliver on day one is becoming more and more of a challenge."
Beyond training, developers are also investing in community infrastructure. This includes improving broadband access, upgrading roads, and supporting youth-focused technology education to foster trust and long-term engagement. In Western Michigan, The Right Place economic development agency launched a "Tech Strategy" between 2021 and 2024, aiming to grow tech talent from 6% to 10% of the workforce and create 20,000 new jobs by 2030. Their efforts included helping Grand Rapids Community College establish an AI incubator and assisting Switch in staffing its $700 million data center expansion with over 1,000 technicians.
In addition to these initiatives, developers are leveraging local talent pools and contractor networks to strengthen their staffing strategies.
Developers are increasingly recruiting technicians with transferable skills from adjacent industries like healthcare, retail, and Class A office buildings. Military veterans are also a key source of talent. At QTS Data Centers, veterans make up about 40% of the operations staff. Entry-level technicians in these roles typically start at $60,000 annually, with the potential to earn over $100,000 within five years.
When it comes to contractors, early engagement is crucial. Developers are involving trade partners - such as electrical, HVAC, and rigging specialists - during the conceptual design phase instead of waiting for finalized plans. Connor Toomey, Senior Project Manager at HITT Contracting, underscores the importance of clear communication:
"Trade partners that are building these data centers are the backbone of how we get out of the ground and how we deliver. The biggest tool that we're using to make sure our trade partners aren't over-committing is communication."
This collaborative approach helps developers secure labor capacity in tight markets while keeping an eye on the financial health and workload of trade partners to avoid overextending them across multiple large-scale projects.
Developers are also adopting local content frameworks to prioritize sourcing materials, skilled labor, and services from the surrounding region. For smaller firms, this might involve breaking large contracts into smaller, more manageable packages and offering mentorship programs to help them participate in major projects they might otherwise miss out on. Dwayne R. Wilkins, Senior Director of Economic Development at LocalContent.com, explains the broader impact:
"Data centers aren't just about powering technology; they're about powering people. When developers prioritize local supplier engagement and workforce readiness, they create long-term economic ecosystems."
When local talent pipelines fall short, specialized recruitment services can step in to bridge the gap.
Specialized recruitment services play a vital role when local talent pools can't meet demand quickly enough. These firms have expertise in identifying candidates from industries like oil and gas, aviation, and military nuclear programs - fields that often produce workers with the technical skills needed for data center roles. They also provide structured onboarding processes to ensure new hires are ready to contribute from day one.
Time is a critical factor. On average, it takes at least two months to fill a data center position, and 58% of data center companies report difficulty finding qualified candidates. Recruitment firms streamline this process by maintaining pre-qualified talent pools and targeting candidates from nontraditional backgrounds. Some developers even rely on external services firms with dedicated data center practices to temporarily staff and manage facilities while building local teams for the long term. Dr. Glen Duncan, Data Center Research Director for Asia Pacific at JLL, notes:
"Many operators are resorting to engaging external services firms with data center practices like JLL to staff and run these facilities in the interim."
For developers managing multiple projects across different regions, forming partnerships with recruitment firms well in advance - often years before project completion - ensures that labor resources will be available when needed. This proactive approach is becoming increasingly common as the demand for skilled workers continues to grow.
When local talent pools and training programs fall short, developers working on greenfield data center projects need a recruitment partner that understands the urgency of their timelines. That’s where iRecruit.co steps in. The company focuses on filling essential roles for construction and infrastructure projects, particularly in secondary markets where finding qualified candidates can be a challenge. Their expertise ensures tight project deadlines are met without compromising on the quality of hires.
iRecruit.co has built a system designed to tackle the talent scarcity in secondary markets. Their approach centers on maintaining a pool of pre-vetted candidates, ready to fill hard-to-staff roles like project managers, MEP engineers, and commissioning specialists. By screening candidates for technical skills and relevant industry experience ahead of time, iRecruit.co saves developers from sifting through piles of unqualified resumes.
To further reduce risks, the platform offers a 90-day search credit for replacements if a hire doesn’t work out. This safety net ensures developers avoid costly mis-hires during critical project phases. The result? A hiring process that not only speeds up recruitment but also supports cost-efficient project execution. On top of that, iRecruit.co’s flexible pricing plans align with various project sizes, making it a practical choice for developers with different needs.
iRecruit.co uses a success-based pricing model that adapts to the scale of a project. Developers pay only when positions are successfully filled, with a structure designed to balance affordability and effectiveness.
| Plan | Monthly Fee | Success Fee | Best For |
|---|---|---|---|
| 1 Open Role | $0/month | 25% of first year’s salary (or 3% monthly for 12 months) | Single critical hire or pilot projects |
| 2 Open Roles | $8,000/month ($4,000 per role) | 20% of first year’s salary (or 2% monthly for 12 months) | Mid-sized greenfield builds |
| 3+ Open Roles | $10,500+/month ($3,500 per role) | 20% of first year’s salary (or 2% monthly for 12 months) | Large-scale developments with multiple hires |
This pricing model helps developers manage recruitment expenses while minimizing delays that could affect overall project timelines - especially important when fast staffing ensures projects move forward without interruptions.
iRecruit.co’s results speak for themselves. Developers working on greenfield projects in secondary markets often struggle with extended hiring timelines. iRecruit.co addresses this by leveraging a network of skilled construction professionals who are ready to hit the ground running. These hires bring expertise in areas like MEP systems, cost estimation, and scheduling, making them valuable assets from day one.
For developers managing projects across different regions, iRecruit.co provides a consistent recruitment standard tailored to local market dynamics. Founded by Dallas Bond (CEO) and Tanya Runholt (Managing Partner), the company was created with mission-critical infrastructure in mind - where there’s no room for trial-and-error in recruitment. Their commitment to efficiency and precision has made them a trusted partner for developers navigating high-stakes projects.
These stories highlight how focused local efforts and smart investments address workforce shortages in various secondary markets.
Google's expansion in Ohio shows how local partnerships can address staffing needs in secondary markets. Since starting construction in New Albany in 2019, the company has poured over $7.2 billion into the state. One standout initiative is Google's Skilled Trades and Readiness (STAR) Program, which provides paid, bootcamp-style training for local construction jobs. To further diversify the workforce, Google awarded a $100,000 grant to the Columbus Building Futures Program. In December 2025, the STAR Program celebrated its graduates during a ceremony in Columbus, marking the success of its intensive construction training bootcamp.
Dorsey Hager, Executive Secretary-Treasurer of the Columbus/Central Ohio Building and Construction Trades Council, shared how the grant enabled the 12-week program to place participants into apprenticeships at Google's sites in New Albany, Columbus, and Lancaster. Beyond training, Google invested an additional $400,000 in four Franklin County organizations to help workers transition into skilled trades. Aurora Rodriguez, a STAR graduate, explained the program's impact:
"The STAR Program is making a difference in communities. It is giving opportunities to people who probably felt stuck just like I did."
Des Moines has become a key data center hub, boasting 47 facilities covering 8.8 million square feet and consuming 986 megawatts of power. However, staffing challenges arose during the construction of a 192-megawatt data center campus in West Des Moines for a confidential client. The project, managed by The Weitz Co., includes two building shells totaling 964,000 square feet. Ryan Lamb, General Manager of Mission Critical at The Weitz Co., highlighted the difficulty of finding skilled trade workers, which risked delaying the project.
To address this, Lamb’s team worked closely with trade partners and workforce development groups early in the process to secure electricians and mechanical specialists before construction began. Developers in the area also recruit talent from industries like oil, gas, and military nuclear sectors. Some companies have even built temporary "man camps" with dormitories, dining areas, and laundry facilities to attract out-of-state workers for projects in these remote markets. This strategy helps keep projects on schedule despite local workforce shortages.
In Reno, NV, workforce certification programs have played a central role in staffing data center expansions. Washoe County uses the ACT Work Ready Communities framework, which certifies local skills through National Career Readiness Certificates (NCRC). By December 2025, the county had issued 1,581 NCRCs, including 286 Platinum-level and 533 Gold-level certificates, achieving 73% of its certification goals. This system allows developers to quickly identify workers with verified technical skills.
Whitney Villalobos, Head of Industrial, High Tech and Manufacturing at Turner & Townsend, emphasized the importance of training local talent:
"Upskilling a local force is going to be key going forward."
Reno’s efforts are supported by local organizations like Nevada Builders and NV Energy, which recommend certified workers to developers. The Washoe County Library System also plays a role by offering workforce testing and certification services, making the process accessible to emerging talent. Developers further strengthen their staffing plans by collaborating with local electrical and mechanical contractors well before projects begin, ensuring they have the capacity to handle multiple builds without overextending resources.
When tackling greenfield data center projects in secondary markets, early collaboration is non-negotiable. Engaging electrical, mechanical, and other critical trade partners during the design phase helps mitigate capacity challenges, especially since electricians consistently represent the biggest bottleneck on these projects.
Traditional recruitment methods often fall short in these markets, so developers need to focus on building local partnerships to establish sustainable talent pipelines. Strategies like collaborating with trade schools or veteran employment programs not only help secure a stable workforce but also foster community goodwill and expedite project approvals.
Developers are also finding success by tapping into nontraditional talent pools. Military nuclear technicians and oil and gas workers, for instance, have transitioned effectively into data center roles when provided with the right training and support. At QTS Data Centers, this approach has led to military veterans making up 40% of their operations staff - a testament to the effectiveness of thinking outside the box.
Retention, however, is just as important as recruitment. Rising electrician salaries - up to 25% per quarter in high-demand regions - and the fact that only 18% of younger workers stay beyond their first year underscore the need for thoughtful workforce management. Developers must implement measures like capping work hours at 50–60 per week and improving on-site amenities to keep their teams engaged and committed. Connor Toomey of HITT Contracting emphasizes that limiting work hours has become a crucial step in maintaining workforce stability over the long term.
By addressing these workforce challenges early on, developers can align their recruitment strategies with project timelines, ensuring smoother operations and fewer delays.
The workforce shortage in secondary markets calls for immediate action. Waiting until construction begins to assess your trade partner commitments is a risk you can't afford, especially given the challenges in MEP hiring for data centers. Start now by evaluating whether your partners have the capacity to meet your project demands without overextending their resources.
Consider working with specialized recruitment services that understand the unique needs of mission-critical construction. For example, iRecruit.co provides pre-qualified candidates for hard-to-fill roles like MEP engineers, project managers, and commissioning specialists. Their success-based pricing model - 25% for a single hire, scaling down to 20% for multiple hires - ensures cost efficiency while delivering results.
Local engagement is another area that demands attention. Are you collaborating with community colleges or trade schools to develop training programs? Have you explored talent pools from nearby military bases or adjacent industries? These strategies have proven effective in securing the workforce needed for data center projects. As Dwayne R. Wilkins of LocalContent.com aptly stated:
"Data centers aren't just about powering technology; they're about powering people."
Developers who embrace this mindset and act decisively will be better equipped to deliver their projects on time and within budget, even in the challenging conditions of secondary markets.
Developers in the data center industry can address labor shortages in newer markets by adopting a range of creative strategies. One effective method is hiring skilled workers from unrelated fields like healthcare or retail and equipping them with the necessary training for data center roles. This approach not only widens the talent pool but also accelerates the process of filling critical positions.
Another strategy involves collaborating with schools, colleges, and local organizations to design training programs that align with the specific needs of the area. These partnerships can help build a steady pipeline of qualified workers in regions where labor may be scarce. To make these jobs more attractive, companies often provide enticing perks such as higher pay, on-site housing, or additional benefits. By blending these approaches, developers can secure the workforce they need to successfully deliver projects in less established markets.
Recruiting and building a skilled local workforce for data center projects in secondary markets takes careful planning and effort. One effective approach is to retrain workers from industries like healthcare or retail, equipping them with the technical skills needed for these roles through targeted training programs. Partnering with local schools, trade organizations, and workforce development initiatives can also help establish a reliable stream of qualified candidates.
Broadening recruitment to include underrepresented groups - such as veterans, women, and neurodiverse individuals - not only diversifies your team but also strengthens the overall talent pool. To ensure stability and growth, it's essential to prioritize long-term retention strategies. Offering competitive salaries, clear career growth opportunities, and continuous training can go a long way in keeping employees engaged and committed. By focusing on retraining, partnerships, inclusive hiring practices, and retention, you can successfully cultivate a strong local team for your data center projects.
Secondary markets are becoming an attractive option for data center development, thanks to their more affordable land and utility costs and the abundance of available land and power infrastructure. This makes them a less expensive and less crowded alternative to major markets.
On top of that, these areas often come with fewer zoning restrictions and less traffic, which can help speed up construction timelines. As the demand for data centers continues to rise, these up-and-coming locations present a practical way to expand capacity while keeping expenses in check.
